We’re about to embark on some serious myth-busting — today, we’re talking social media marketing and some of the biggest myths that desperately need to be debunked.
Social media is now completely integrated into our lives, and businesses can use social media to uncover prolific success and benefits. However, the following are some things that you should keep an eye out for as they’re not quite what they seem.
Social media marketing myths
#1 Everyone uses Facebook so your business should use it
Ok, with 2.27 billion monthly active users on Facebook, there is a high probability that most of your target audience is using the platform.
That said, is it really a strong enough reason to dedicate your valuable resources towards it as a channel? It will depend largely on what you’re trying to promote and who you’re trying to reach.
Yes, most people have a Facebook account, but what types of users are actually spending the most time on Facebook? How are they using the platform – is it mainly to browse their news feed, or are they spending time in groups, messenger or playing games?
Related: Facebook advertising effectiveness: common myths and misconceptions
#2 You need to be active on all the social media platforms
You might have heard marketers saying that having a presence on all platforms is crucial. If you aren’t on Twitter, you don’t have a voice, for example.
That’s simply not the case – it’s much worse if you’re on a platform and not making the most of it, or worse if you don’t have the resources to properly support your customers or users.
Just like in the real world, you can’t be everywhere at once. If you’re just starting to execute on a social media strategy, try focusing on one, maybe two channels and make sure you’re giving those channels all the attention you can before you start spreading your wings and going to other platforms.
#3 You can outsource your social media
Stop treating social media like it’s some ad-hoc exercise that you can just throw money or external resources at and expect it to work.
If you want social media marketing to succeed, you have to treat it like any other strategy or technique — and it has to come from inside the company. Outsourcing your efforts, or using a tool to try and hack your way to overnight success won’t cut it.
#4 You should ignore negative feedback on social media – they’re just haters
The feedback you get on your social media channels is arguably the most valuable form of feedback available to your business.
Rather than shying away from complaints, negative comments and poor reviews, you should acknowledge these users and address how their issues or concerns can be avoided in the future.
Sixty-eight percent of users will go straight to your social media profile to review your product or service. If they see a few negative comments with your response and explanation as to why something went wrong, that’s not a bad thing. If they see a few bad reviews with no response, they’ll likely be put off.
#5 You can’t really measure how successful social media is for your business
This is a typical myth pumped up by non-marketers or social media doubters. Just like most other aspects of business, social media can, of course, be measured. You go about it in the same way that you would with any other medium or platform.
- Outline what you want to get from social media marketing – what do you want to achieve?
- Determine your goals and targets – make sure they’re actionable
- Measure your goals – use analytics/software if needed
- Assess performance and adjust your expectations/goals as required.